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Saturday, October 11, 2008

CCF champions good service

CCF has launched the UK’s biggest ever industry-wide mystery shopping study today to find the country’s Top 50 Call Centers for Customer Service.

The initiative aims to recognize good practice and raise customer service standards across the industry with over 20,000 mystery calls to companies.

The start of the study coincides with the release of research which has revealed that seven out of ten UK consumers say they would probably or definitely tell someone about a poor call centre experience.

The study by market researcher GfK NOP Consumer also found that half of 25-44 year old consumers have changed suppliers because of a negative call centre experience — significantly higher than the national average of 35 per cent.

On the up side, it revealed that good customer service can produce powerful brand advocates, with 49 per cent of respondents saying they would be more loyal to a company after a positive call cenetr experience and 23 per cent saying they would definitely recommend an organisation to other people.
CCF editor Claudia Hathway said: “The message of this research is clear. Call centres need to provide a great experience for their customers, or risk losing their business.
“That means developing a customer-centric service strategy that takes into account the changing needs of today’s consumers.

“To help find out what customers really want and highlight good industry practice, we will be carrying out 20,000 mystery shopping calls over the summer to find the UK’s Top 50 Call Centres for Customer Service.”

Dr. Max Blumberg, customer management strategist and visiting researcher at the University of London said: “This is very important news for bigger brands, who could be sitting on a demographic time bomb.

“They need to understand that the service provided by call centres is a key component of brand value in driving customer acquisition and repeat purchasing; it is no longer enough to focus on product and price alone.”

Article Source : CCF champions good service

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